A cost of living crisis is a tricky time to start a business with a sustainability steer. Just ask Fergus O'Sullivan, the 38-year old founder of Nice Rice, a new eco-friendly rice brand which recently launched into 259 Waitrose stores. 'It's a tricky time to launch and scale a brand full stop. And yes, particularly tricky if you're at a premium price point and your main thing is sustainability. A lot of people are getting a bit fed up with being preached to about sustainability,' said O'Sullivan.

https://www.thetimes.co.uk/article/its-still-nice-to-be-nice-during-hard-times-mpcp3j8p7

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